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Max Urban: Max Fashion’s latest venture targets India’s youth with unique size labels

Max Fashion has unveiled its latest venture, Max Urban, designed specifically for the country’s burgeoning youth market. The brand aims to redefine style and self-expression for the younger generation.

Max Urban’s product line reflects the confidence and fearlessness of today’s youth. In a departure from traditional size labels, the brand’s ‘Love Labels’ campaign promotes body positivity and self-love by reimagining size tags as affirmations. The sizes XS, S, M, L, XL, and 2XL have been transformed into inspiring labels such as Xtra Special, Stunning, and Magical.

“Size labels can be a source of self-confidence and positive self-image for many shoppers, especially youth. We have made efforts to offer a more inclusive range of sizes and to use language that is empowering. At Max Urban, our ‘Love Labels’ campaign transforms size tags into affirmations of self-love, empowering you to feel confident in what you wear,” Sumit Chandna, President & Deputy CEO of Max Urban said.

The inaugural collection of Max Urban draws inspiration from casual prints and tranquil patterns, catering to the youth’s lifestyle. Priced affordably, starting from Rs 199, the collection will be available at over 500 dedicated retail stores and online at the brand’s official website.

Love Labels will initially be offered at select 50+ stores across major cities, including Delhi, Mumbai, Bangalore, and Kolkata, with plans for further expansion. Max Urban aims to bring international fashion to Indian consumers at accessible prices.

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